Case Study: How Software Provider JackBe's Social Marketing Strategy Reduces Costs and Delivers ROI
“I continue to be amazed at how little this project cost and how quickly I got to production,” said Warner, in a case study prepared by Acquia. “I spent 25 percent of what a comparable proprietary solution would have cost, and I implemented all of my desired functionality in a short period of time. If we had worked with a traditional software vendor, this project could easily have cost six figures for just the software alone.”
Better marketing conversations
Currently, JackBe's mashup developer community is a destination for software developers to converse with each other and technical experts from JackBe. Members share questions and answers; answer and code samples; research mashup solutions; and provide guidance on how to best build and deploy mashup applications.
“The community isn't about JackBe; it’s about mashups in general,” Warner said. “More importantly, the community is all about the members themselves. They can connect with one another, share ideas, experiences and even best practices in this innovative area of software development, and ultimately help move the enterprise mashup industry toward maturity.”
The community is also far exceeding JackBe's goals. From the community launch date, JackBe has realized a sustained increase in traffic across all of its website properties. "We had 1,000 members join the community in the first few months, and we now have over 2,000 members, resulting in an almost immediate 30 percent incremental increase to our overall web traffic," Warner said.
In addition, the community has helped bring leads into JackBe's marketing database, and its influence on closed sales deals is trending toward 100 percent. In other words, almost every lead that results in a sale is visiting the community and using it as a resource. Also, JackBe’s community has resulted in high organic search engine rankings in dozens of niche search terms and phrases.